Research On Marketing Innovation Of AIA Group Based On Insurance New Ecosystem

China's insurance industry has experienced more than 30 years in the wheel of economic development,and life insurance,as the key business of the insurance industry,has also gone from the initial difficult start to the present,and its comprehensive level has also increased synchronously.The promulgation of the "new ten" marks that China's insurance industry has become a strategic industry supported by the state since then.With the support of the "international policy";the life insurance industry will also embrace more development opportunities,and its development speed,breadth and depth will be greatly improved.At present,all walks of life are also in the "golden age" when technological innovation changes life.The development and rise of Internet+?big data?AI and other emerging technologies have greatly accelerated the transformation and development of various industries.Insurance technologies based on Internet+?big data?cloud computing,AI,Internet of things and blockchain are also in the stage of rapid development.A new insurance ecosystem has taken shape and will eventually profoundly change the pattern of life insurance industry.Leaders think about how to stay ahead in this revolution and innovation,and followers think about how to overtake on corners.As a special presence and benchmark in China's insurance market,AIA Group has established its innovative culture since the time of its second-generation successor Greenberg.After returning to the Chinese market in 1992,AIA has been leading the innovation in the life insurance industry,especially in the field of marketing.This paper focuses on the insurance new ecological changes,on the basis of Peter F.Drucke's innovation and entrepreneurship and Philip Kotler's comprehensive innovation system theory,based on the AIA's own advantage,from the recognition of innovation opportunities,and then clear the focus areas of innovation,formed its specific initiatives(including the objectives and guidelines),focusing on marketing innovation strategy.Finally,the effectiveness of the innovation strategy is verified through the two dimensions of financial performance and non-financial performance.Through this innovation research system,three main research conclusions has been found:(1)AIA's marketing innovation is based on the evaluation of a new ecological change,selection unit based on its advantages,and then focus on the marketing innovation strategy to consolidate its leadership;(2)The formulation and implementation of its innovative measures are reasonable and robust from the perspective of financial data and market performance,although there are some potential problems in the implementation;(?)AIA's prudent and steady innovation strategy and efficient execution are worth learning from other insurance companies in the industry.